In his letter to Apple customers, published on Apple's website, Cook said he was "extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better".

He explained that Apple "had" to make its own Maps "from the ground up" to add new features, but had failed to do so effectively.

Incredibly, Cook recommended that users try alternative apps - even those made by Microsoft, Google and Nokia - while they work on improving their own version.

"While we’re improving Maps, you can try alternatives by downloading map apps from the App Store like Bing, MapQuest and Waze, or use Google or Nokia maps by going to their websites and creating an icon on your home screen to their web app."

iOS Maps Apology: Reaction

iOS Maps Apology: Reaction

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But Cook, who took over from Steve Jobs after his death last year, did note the app's successful launch and high number of users:

"There are already more than 100 million iOS devices using the new Apple Maps, with more and more joining us every day. In just over a week, iOS users with the new Maps have already searched for nearly half a billion locations. The more our customers use our Maps the better it will get and we greatly appreciate all of the feedback we have received from you."

"Everything we do at Apple is aimed at making our products the best in the world," Cook said. "We know that you expect that from us, and we will keep working non-stop until Maps lives up to the same incredibly high standard."

The move to advise users to switch to competing services is an extremely unusual - almost unprecedented - move by the CEO of a major tech company.

But coming just a week after the release of iOS 6, Cook's letter exhibits Apple's huge concern over the potential impact the Maps debacle has had on customers' image of the company - and possibly the sales of its new flagship device.

On Monday Apple announced it had sold 5 million iPhone 5's in just 48 hours - a new record, but one which represents slowing growth for the company which has become used to setting records since its rebirth under Jobs in the last decade.

Have iOS Maps Been Fixed?

Apple was just as distraught as you when Woolworths shut down. So they brought it back.
Has It Been Fixed?: Nope, you can still buy a Woolworth's toilet brush in Apple world.

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Huffington Post UK

Full Letter:

To our customers,

At Apple, we strive to make world-class products that deliver the best experience possible to our customers. With the launch of our new Maps last week, we fell short on this commitment. We are extremely sorry for the frustration this has caused our customers and we are doing everything we can to make Maps better.

We launched Maps initially with the first version of iOS. As time progressed, we wanted to provide our customers with even better Maps including features such as turn-by-turn directions, voice integration, Flyover and vector-based maps. In order to do this, we had to create a new version of Maps from the ground up.

There are already more than 100 million iOS devices using the new Apple Maps, with more and more joining us every day. In just over a week, iOS users with the new Maps have already searched for nearly half a billion locations. The more our customers use our Maps the better it will get and we greatly appreciate all of the feedback we have received from you.

While we’re improving Maps, you can try alternatives by downloading map apps from the App Store like Bing, MapQuest and Waze, or use Google or Nokia maps by going to their websites and creating an icon on your home screen to their web app.

Everything we do at Apple is aimed at making our products the best in the world. We know that you expect that from us, and we will keep working non-stop until Maps lives up to the same incredibly high standard.